There’s an interesting divide between the worlds of paid search and organic search engine optimization. While paid search experts spend huge amounts of time finding profitable keywords and optimizing their pages for quality score, they seem almost completely uninterested in the organic side of the industry.


Likewise, there’s a lack of enthusiasm amongst organic search experts for any form of paid traffic – one that, in some cases, is detrimental to their results. SEOs have an awful lot to learn from the world of paid search, and many of the best lessons have been dangling in front of their faces for years.


For many years, SEOs have been debating the importance of on-site keyword usage in articles and web content. How much is too much? How much is too little? What’s the perfect blend of informational content and keyword relevancy? All this, while a free tool provided by Google has given them the answer to all of their questions.


Google’s Adwords search marketing platform has an interesting feature that’s called a Quality Score. Feared by lazy search marketers, this somewhat frustrating metric is used to calculate how relevant – and thus, useful – an advertiser’s page is for search users. In short, it’s a rapid gauge of relevancy, usefulness, and readability for users.


If you’re ever stuck wondering how search-friendly your website content really is, spend a few minutes setting up a dummy Adwords search campaign for your SEO-powered website and check its quality score at the end of the process. If you see a high score – 7/10 or above – you’re aptly balancing keyword usage and usability.


If you see a low quality score, it’s best to reconsider your keyword frequency and redesign your website content. While there are some major differences between a paid search campaign and an SEO campaign, Google’s goal for users is always the same: make the search experience as relevant and useful as possible.